The Tourism Industry Association of Ontario (TIAO) has launched Forward Motion – A Strategic Playbook for Ontario’s Tourism Industry (2025 – 2030), a forward-looking strategy that “charts a bold course to drive investment, attract talent, diversify and grow markets, and strengthen Ontario’s visitor economy.”
By 2030, the strategy aims to grow visitor spending by 4% annually, from an estimated $30.7 billion in 2025 to over $38 billion – creating 35, 000 new tourism jobs and generating an additional $1.5 billion in annual tax revenue.
Developed through an extensive province-wide consultation process, the Playbook captures the voices and insights of Indigenous leaders, tourism businesses, regional and sectoral organizations, destination marketing organizations, educators, and government partners. The result is a shared roadmap to unlock Ontario’s full tourism potential. TIAO received support from the Government of Canada, through the Federal Economic Development Agency for Southern Ontario (FedDev Ontario), to facilitate the development of the plan, it said.
“This strategy represents a turning point for Ontario tourism,” said Andrew Siegwart, President and CEO of TIAO. “It’s a sector-led blueprint that reflects the diversity, ambition, and resilience of Ontario’s tourism community. With a unified plan in hand, we can build a more competitive, inclusive, and high-performing visitor economy for the years ahead.
“This strategy doesn’t just respond to current challenges; it anticipates what’s next. It calls for international market development, expanded transportation links, investment attraction, workforce innovation, and better coordination across all levels of the tourism system.”
The strategy is anchored by six core pillars:
- Attract More Visitors and Spending
- Expand Transportation Infrastructure
- Strengthen Workforce Resilience
- Facilitate Product Development and Capacity Investment
- Advance Practical Sustainability
- Foster Collaboration and Leadership
The full strategy is available at: tiaontario.ca/tourismstrategy
“Ontario’s tourism industry has always been more than an economic driver—it’s the thread weaving together our local economies, cultures, and communities. At this hinge moment, with global uncertainty and new realities emerging across our border, the tourism sector exemplifies resilience and new opportunities. This new strategy lays out a unified roadmap to safeguard and elevate what makes our province extraordinary. Through FedDev Ontario, our government is proud to invest in this vision, because we know that when Ontario’s tourism shines, it sparks jobs, investment, and pride throughout every corner of the province,” said Evan Solomon, Minister of Artificial Intelligence, Digital Innovation, and Minister responsible for the Federal Economic Development Agency for Southern Ontario.
“Ontario’s tourism industry is dynamic, diverse, and deeply woven into the fabric of Canada’s economy. This strategy reflects the voices of those on the front lines—small business owners, Indigenous leaders, and tourism workers—who know what it takes to grow the visitor economy in every corner of the province. As Minister for tourism, I’m committed to working with partners across the country to strengthen this vital sector, create good jobs, and ensure more Canadians and international visitors experience everything Ontario has to offer,” said Rechie Valdez, Secretary of State for Tourism and Small Business.
A
Related Retail Insider stories:
